Non-Mobile Kills 60% of Traffic

New research from Google shows 60% of consumers are more likely to buy from a mobile-friendly site, and about as many (61%) say they’ll abandon a mobile site if they don’t see what they want right away.

The research comes from a Google survey conducted in July of just over 1,000 domestic users of web-enabled mobile devices (like iPads, iPhones and such). A full 96% reported they’ve encountered sites that were clearly not designed for mobile devices. Think of one of those sites that simply makes itself tiny to fit on a tablet screen – sigh. 50% said even if they like a Brand, they will use them less often if the website isn’t mobile-friendly. Conversely, of those who have visited a mobile-friendly site, 74% say they’re more likely to return.

DudaMobile (PDF) in February reported that nearly 20% of visits to small business websites led to an immediate call to the business (likely with a click-to-call), with some local businesses skewing much higher (pizzerias: 32%, car services: 27.8%). But businesses have to earn that call with a mobile-friendly site that puts that phone number above the fold and correctly linked.

Google concludes from the new study that non-mobile friendly sites actually damage a company’s reputation.

Google concludes from the new study that non-mobile friendly sites actually damage a company’s reputation. 36% said they felt like they’ve wasted their time by visiting those sites, and 52% said that a bad mobile experience made them less likely to engage with a company. Almost half felt that a website that performs poorly on mobile indicates a company that does not care about their business.

According to Marketing Vox, the upshot seems to be that mobile success is up to a business to win or lose. CSS3 has made responsive web design stable and ever-more powerful mobile processing power and bandwidth make lackluster mobile website experiences reprehensible.

Google’s research confirms what most already suspected. Simply put, consumers expect a pleasant mobile experience. Actually, they demand it.

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Non-Mobile Kills 60% of Traffic
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About the Author

Justin Downey
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President of Dallas-based digital ad agency, JDM Digital, Justin has decades of B2B experience in all things digital. His company, JDM, specializes in branding, design, web development, copywriting and more 'weird and wonderful' things.
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